prospek

Prospek is a term commonly used in Indonesian and Malay to refer to potential future opportunities or developments, especially in business and economics. It is a loanword from the English word “prospect” and is used to describe market prospects, business prospects, or investment prospects.

In marketing and sales, prospek denotes a person or organization that has shown interest and could become a customer. The distinction between a prospek (prospect) and a pelanggan (customer) is that a prospect has not yet made a purchase. Companies track prospek as part of the sales pipeline, aiming to move them through stages such as qualification, needs assessment, proposal, and closing. The concept is also applied to broader contexts, such as prospek pasar (market prospects) or prospek usaha (business prospects), to evaluate potential growth or opportunity within a region, sector, or product line.

Prospek assessment typically relies on market research, segmentation, demand forecasting, competitive analysis, and historical data to estimate potential revenue and growth. Techniques include lead scoring, scenario planning, and benchmarking against peers. Limitations include data quality, changing consumer behavior, economic volatility, and biases in forecasting.

Related terms include prospect (the English origin), lead, sales pipeline, and forecast. In practice, the use of prospek helps organizations prioritize efforts, allocate resources, and set targets based on expected opportunities rather than only current performance.